The CBC’s Olympic sales team has a new leader with news that Errol Da-Ré has been hired to the role.

Da-Ré’s official title is head of Olympic Games sales team, CBC/Radio-Canada, and he started in the role on Tuesday this week. He reports to Jim Kozak, senior director, marketing and Olympic Games, CBC/Radio-Canada and will work out of the CBC’s Toronto office.

With a long history in Canadian media, Da-Ré most recently worked as SVP of sales at Shaw Media, a position he held for 13 years.

Da-Ré joining the Olympic sales team at CBC/Radio-Canada comes following news of the pubcaster’s first set of sponsorship partners for the 2016 Rio Olympic Games (Bell Canada, BMW, Canadian Tire, McDonald’s, Mondelez, Petro-Canada, RBC, Samsung, SportChek and VISA).